Case Study: Online Ecommerce Site Doubles Lead Capture and Conversion Rate

Beacon Blog Article

Published August 27, 2015 | Categories: Case Studies

Looking for an Effective Strategy to Capture Leads, An Online Retailer of Niche Products Looks to Beacon to Generate New Business Opportunities.
Challenge: Our client, a healthcare product online retailer,
was seeing an erosion of their back link portfolio. They were
losing links to their site through attrition as normally is the
case with any website. However, they were struggling to
replace these with other high authority and/or relevant
links. Domain authority and traffic were suffering as a result.
The links that were most responsible for website authority,
those coming from sites hosted on an original “C” block,
had dropped dramatically from 580 links to only 220.
  • Client Facts:
  • Leading retailer in the store
    fixture industry
  • 50+ years in business
  • >$10M Annual Revenue 2012
  • Goals:
  • Optimize the site to increase the
    email capture soft conversion rate
  • Increase lead capture through
    email submission without
    hampering user experience
  • Results:
  • Increased online user engagement
  • Email lead capture increased 238%
  • Email capture soft conversion rate
    increased by 272%

Business Solution: In order to emphasize the benefits of
the sign-up feature to visitors and give lead generation a
jolt, Beacon chose to install a light box, a small box that
appears over the current active page as a screen overlay,
such that the visitor can still see the webpage underneath.

The center of the light box image contained a distinct
banner offering a discounted price in exchange for the
visitor’s email address. Once the visitor provided their
address and submitted the form, the site’s database
recorded the email address for later use and returned the
visitor to the website for further browsing.

Should the visitor wish to skip the offer, the visitor could
easily proceed to the website’s visible page below, ensuring
that any traffic that could potentially generate sales would
not be turned away.

Results: The client saw a 238% increase in email capture
and a 272% increase in conversion rate (from .59% to 2.19%)
with no adverse effects to the website’s average user visit
duration, average time on the website, and the number of
total pages viewed per visit.

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